I often hear public speakers say, ‘I'm going to speak on X topic because I really enjoy that topic. That is a BIG mistake! Let me explain by sharing a simple marketing lesson.
Perhaps the most neglected part of any speech is the title. A real good title can make listeners say, "I'd like to hear that speech." A poor title can make them say, "That speech doesn't sound promising." A catchy, clever title is the greatest asset for a speaker. It is like a bright light that blinks, "LISTEN TO ME." Or as they say in the navy, "Now Hear This." A title should grab attention, awaken interest, arouse curiosity, or stimulate feelings.
The number one marketing mistake in any business is to produce a product or create a service first, and then try to find buyers. Smart marketers (and public speakers) look to see what the market is buying BEFORE creating products/services (in your case which public speaking topics the market is booking). Then, they market, market and market those public speaking topics like crazy to the buyers. If the buyers already buy certain products/services (public speaking topics), then doesn't it make sense to offer the buyers what THEY WANT to buy (book), NOT what you think they want to buy (book)?
BIG MARKETING LESSON:
Give buyers what they want, NOT what you think they need! Don't think that just because you love your topic and title, those who have the money to book public speakers will, too!
THE KEY:
Research your public speaking niche to determine which topics event coordinators actually are booking, then craft your message, and most importantly, package your public speaking speech title, to match what they're looking for in topics.
I promise you'll see an immediate increase in your public speaking bookings!
Once you have an effective speech title, make your book title the exact same thing! This will make you branded as, “the expert.”
Once you have your book, send an autographed copy to the person who decides to bring in speakers at the conferences and events that you want to speak at. Why is this such an effective strategy? It’s simple.
Unlike a marketing brochure, etc., no secretary, assistant or support staff person is going to take the responsibility for not letting a gift (your autographed book) through to their boss.
They will not throw away a personalized book.
I’ve used this simple strategy many times and have always received a hand-written note or email from the actual decision-maker. Exactly what I planned as it now opens the door to a new working relationship for speaking engagements.
It also allows the decision-maker to get tuned into your ideas, principles and strategies. Once they buy into what you state in your book, hopefully they will be more open to bringing you in to share your message live at one of their events!
Remember, you’re NOT the speaking business! You’re in the business of marketing your public speaking services!
Be different, creative and unique!
Stop thinking like a public speaker and start thinking like a marketer who is marketing his or her speaking services!
